LOLA Makes the Move to Newsstand
November 7, 2002
Lola Magazine Makes the Move from Controlled to Paid Circulation Hitting Newsstands in Toronto This Month
(Toronto, November 7, 2002) Lola magazine will begin the transition from controlled to paid circulation with its winter issue available on GTA newsstands this month. Sharon Salson Gregg, Publisher of Lola, the Toronto-based art and culture magazine, today announced the move toward paid circulation, "Having Lola available on newsstand is an important step towards its growth and penetration of the Toronto market. We have strong evidence from a reader survey conducted in the spring that our readers are willing to pay for Lola and want to be sure of finding a copy which routinely flew out of distributor's hands as soon as they were dropped. A paid circulation base is also an important feature to our advertisers and has been encouraged by them. This is the beginning of our shift to 100% paid circulation."
Lola has been on the radar screen of industry insiders, earning nominations for Magazine of the Year at the 2001 and 2002 National Magazine Awards. Since Salson Gregg joined as Publisher in March 2002, Lola has seen its circulation rise by 33%, advertising revenue by 25% and the addition of a full-time advertising representative.
"These steps are part of building the momentum toward a re-launch of the magazine that will include a re-design and broader range of editorial content that will encompass all aspects of Toronto culture. Lola will be positioned as a fresh, city magazine for those who love art, culture and ideas," says Salson Gregg.
To maintain the distribution numbers while the transition to paid gets underway, Lola will still be available for free at selected art galleries around Toronto. The cover price will be $3.95 in Toronto, and as always will be available on newsstands across Canada. The release date for this issue is November 15th. Toronto newsstand distribution will be accompanied by an aggressive subscription campaign and other promotional initiatives.
Lola was founded in 1997 by Editor Catherine Osborne and Art Director Sally McKay. Their vision was to make the visual arts accessible to everyone and provide a much-needed voice for Toronto's emerging art scene. It currently has nearly 30,000 readers and has garnered both critical and reader acclaim for its outstanding writers and unique take on Toronto's art scene.
For more information, please contact Sharon Salson @ 416.644.8535.
or Rachel Yeager (416) 644-8536.
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